In a significant announcement for the arts and tourism sector, the South Australian Government has reaffirmed its commitment to culture and diversity by extending its partnership with WOMADelaide, the celebrated global arts festival, for another five years, securing its vibrant presence in Adelaide until 2029.
This extension builds upon an enduring relationship that commenced in 1992, marking a new chapter in the festival’s storied history in South Australia. WOMADelaide, affectionately dubbed ‘the World’s Festival’, has, over the years, transformed Adelaide’s Botanic Park/Tainmuntilla into a melting pot of cultural exploration, showcasing an eclectic mix of music, arts, and dance from across the globe. The festival’s success has been instrumental in reinforcing South Australia’s reputation as the nation’s only UNESCO City of Music, attracting thousands of interstate and international visitors each year.
The decision to continue supporting WOMADelaide comes at a time when Adelaide has experienced unprecedented hotel occupancy rates, attributed to a bustling calendar of events including the Adelaide Fringe, Adelaide Festival, and major concerts. Hotel analytics firm STR reported that February 2024 saw the highest occupancy rates for any February on record, with an average of 8,086 hotel rooms filled each night, reflecting nearly 890 additional rooms booked nightly compared to the previous year.
As WOMADelaide 2024 unfolds, organisers have introduced significant site enhancements aimed at improving the festival experience. These include increased green spaces, shaded areas, and the introduction of WoMarkets, a 16-metre-long cultural retail hub hosting 50 stalls that showcase a diverse range of wares from different cultures. These improvements have not only enhanced the festival’s layout but have also contributed to a record number of four-day passes being sold, indicating a robust demand for the unique experiences WOMADelaide offers.
This year’s festival features an impressive lineup of 700 artists from more than 40 countries, alongside popular attractions such as KidZone and the newly established WoMarkets. The festival’s evolution and its ability to draw significant crowds underscore its importance to South Australia’s cultural landscape and economy. In 2023 alone, WOMADelaide injected more than $35 million into the state’s economy, highlighting its economic as well as cultural significance.
Premier Malinauskas highlighted the festival’s contribution to the state, stating, “WOMADelaide has well and truly cemented its home in South Australia, another five years locked in – building on an incredible 32 years in our state. We choose to invest in world-leading arts events like WOMADelaide because they add to the richness of our community and deliver significant economic benefits.”
Minister Bettison echoed this sentiment, celebrating WOMADelaide’s role in setting a new record for February hotel occupancy in Adelaide. She remarked, “WOMADelaide is an icon on the calendar of our Mad March major events and a wonderful tourism drawcard for South Australia. It is fitting we announce another five years of WOMADelaide today, as our state’s festivals in February have boosted hotel occupancy in Adelaide to a record high.”
Leon Bignell, Chair of the SA Major Events Attraction Committee, and Mike Large, WOMAD’s global chief operating officer, both expressed their gratitude for the strong partnership between the festival and the South Australian Government. Large, in particular, highlighted WOMADelaide’s unique position within the WOMAD family, calling it a “jewel in WOMAD’s crown” and praising the passion and dedication that Adelaide has shown towards the festival.
With this renewed commitment, WOMADelaide is set to continue its legacy as a beacon of multicultural arts and music, bringing the world to Adelaide and showcasing the city’s openness, diversity, and vibrancy on the global stage.
